7. Branding
145
Think of your favorite company. You probably know their logo, the tone of voice
they
use for advertisements, and maybe even their slogan. These elements are
important for a memorable brand, and to really stand out, you’ll
need to put some
serious work into developing a robust brand.
Many dropshipping stores don’t have a brand. Think of all of the online storefronts
that look the same. They’re interchangeable. They give you no compelling reason
to buy from them. Building a brand takes effort, and some
dropshipping stores are
only out to make fast cash. That’s why so many dropshippers offer rock bottom
prices.
Nevertheless, a brand is crucial. Customers know a good brand
when they see one. The best companies in the world have
awesome brands, so why shouldn’t your store have one?
However, the concept of branding can be a little confusing or vague. What exactly
goes into a brand? What’s the process behind branding? As a whole,
branding
far exceeds the scope of this guide, but I’ll get into the basics to get you started.
First I’ll define what a brand is, and then I’ll show you what you need to focus on to
brand your business.
7. Branding
146
What is branding?
You know
that every company has a brand,
something that makes each business
unique
. So a brand is essentially a company’s identity. Just like no two people are
alike, no two businesses are alike, and brands are what make them all different.
If you want, you can think of a brand as a company’s personality.
A brand tells your
customers who you are and what you’re about. It’s the essence of your business –
the who, what, and why, so to speak.
Lots of companies treat branding as an afterthought. If you go that route, you’ll find
it difficult to gain traction and get new customers. Without a brand, your business
won’t be memorable, and it won’t make prospective customers think it’s special.
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